Yes it is legal and there are numerous examples across the globe where it happens. However it becomes illegal if you incorporate a misrepresentation into the mix.
There is an example of this in Australia where a corporation has many brands of florists. The misrepresentation arises from the corporation providing on its individual brand websites and Google Ads advertising, an overall impression to consumers that each brand has many local florist shops located in many hundreds of different location around the country, when this is not the case.
The true situation is that the brands are online only, and do not have a bricks and mortar presence.
There is also an overall impression provided that each brand is independent of each other when they are not. Nothing wrong with that I guess, but the overall corporate purpose is to flood Google Ads with as many fake florist shops as possible under different names.
The corporate says it is extremely expensive, but works as it is profitable. Google says nothing.
The consumers orders that arise from this behaviour are in fact serviced by corporate warehouses scattered around the country. Investigation has revealed that they are described as "studios", that are not open to the public.
To further this behaviour the corporate registers hundred of website domains containing the ficticious locations of shops that in reality do not exist, and of course the online consumer orders do not go to a little local florist, but to the corporate's central location in a capital city which are then directed to the so called "studios".
To even further this behaviour, the corporate registers local phone numbers for the fictitious locations, which are all re-directed to a call centre in a capital city, and the orders again are directed to the "studios".
This behaviour is recently exposed at https://fake.florist
My name is Gordon Craven and I am the publisher of this website and I am hopeful of receiving comment regarding my website.